Ensuring the Sustainability of Local Broadcasting through Citizen Engagement

Hitoshi Mitomo and Tokio Otsuka

24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies from International Telecommunications Society (ITS)

Abstract: This study aims to investigate the feasibility of sustaining local terrestrial broadcasting in rural Japan through citizen engagement. Commercial broadcasters in Japan have been sustained by advertising revenue. However, due to the proliferation of rich Internet content, much of the advertising expenditure of sponsor companies has shifted to the Internet. Thus, many local broadcasters in Japan have faced financial difficulties due to decreased commercial revenue. To maintain broadcasting, diverse sources of revenue must be secured, and one way to achieve this is to support local broadcasting that is closely connected to their communities through local residents' engagement. This paper examines the possibility of citizen engagement. It quantitatively analyzes whether they are willing to provide financial support as an engagement and how much they are willing to pay based on a hypothetical scenario. A contingent valuation method (CVM) is applied to estimate the willingness-to-pay (WTP) for local television (TV) programs and broadcasters.

Date: 2024
New Economics Papers: this item is included in nep-ure
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/302535/1/ITS-Seoul-2024-paper-146.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:itsb24:302535

Access Statistics for this paper

More papers in 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies from International Telecommunications Society (ITS)
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().